A data profile of the people who buy, follow and care about Digital media in Italy — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 13,034,091 people in Italy.
The average Digital media fan in Italy is 43.7 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Wikipedia, Satire, Singer-songwriter, with strongest over-indexing on Wikipedia (4.03× the country average).
Demographically, the Digital media audience skews balanced with an average age of 43.7, and over-indexes on personality traits such as Community Orientation, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 18 regions tracked by Rascasse.
The typical Digital media fan in Italy is balanced, around 43.7 years old, with strong Community Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Digital media profile in Italy.
48.1% are female, 51.9% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 48.1% |
| Male | 51.9% |
| Average age | 43.7 |
| Estimated audience size | 13,034,091 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Digital media audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
Where the Digital media audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Basilicata | ~100K | 1.23× | |
| 02 | Umbria | ~200K | 1.08× | |
| 03 | Trentino-Alto Adige/Südtirol | ~300K | 1.04× | |
| 04 | Abruzzo | ~300K | 1.02× | |
| 05 | Friuli-Venezia Giulia | ~300K | 1.02× | |
| 06 | Calabria | ~400K | 1.00× | |
| 07 | Sardinia | ~400K | 1.00× | |
| 08 | Liguria | ~400K | 0.99× | |
| 09 | Marche | ~300K | 0.99× | |
| 10 | Veneto | ~1M | 0.97× | |
| 11 | Sicilia | ~1M | 0.94× | |
| 12 | Puglia | ~800K | 0.94× | |
| 13 | Tuscany | ~800K | 0.94× | |
| 14 | Piedmont | ~900K | 0.93× | |
| 15 | Campania | ~1.5M | 0.92× | |
| 16 | Emilia-Romagna | ~1M | 0.91× | |
| 17 | Lazio | ~1.5M | 0.90× | |
| 18 | Lombardy | ~2M | 0.88× |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 4.03× | ||
| 02 | Satire | Literature | 2.93× | ||
| 03 | Improvisation | Music & Radio | 2.76× | ||
| 04 | New Testament | Politics & Society | 2.56× | ||
| 05 | Doctor of Medicine | Business & Career | 1.90× | ||
| 06 | Genetics | Kids & Family | 1.89× | ||
| 07 | Mediaset | Technology & Electronics | 1.85× | ||
| 08 | Master of Business Administration | Business & Career | 1.80× | ||
| 09 | General practitioner | Health | 1.73× | ||
| 10 | Dentistry | Business & Career | 1.72× | ||
| 11 | Sanremo Music Festival | Music & Radio | 1.71× | ||
| 12 | Singer-songwriter | Music & Radio | 1.65× | ||
| 13 | Video hosting service | Technology & Electronics | 1.57× | ||
| 14 | Financial services | Business & Career | 1.56× | ||
| 15 | Viral video | Internet & Social Media | 1.56× | ||
| 16 | Travel website | Travel & Leisure | 1.55× | ||
| 17 | Adriatic Sea | Travel & Leisure | 1.54× | ||
| 18 | Serie B | Sports | 1.52× | ||
| 19 | Champagne | Food & Beverages | 1.52× | ||
| 20 | Breaking news | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.31× | |
| Convenience Orientation | PREMIUM | 1.27× | |
| Early Adopter Mentality | POWER | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.81× | |
| Healthy Lifestyle | BALANCE | 0.82× | |
| Creativity | OPEN | 0.86× |
Digital media has an estimated audience of 13,034,091 people in Italy, concentrated in Lombardy and Lazio.
48.1% of Digital media fans are female, 51.9% are male, with an average age of 43.7 years.
Digital media fans show strongest brand affinity for Wikipedia (4.03×), Satire (2.93×), and Singer-songwriter (1.65×) over the country average.
Digital media fans in Italy are most concentrated in Lombardy (reach ~2M), Lazio (reach ~1.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Digital media itself, the audience over-indexes on Satire (2.93×), Singer-songwriter (1.65×), Genetics (1.89×), and Mediaset (1.85×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Digital media. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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